Consumer Behavior Test #1 Latest
_____ are characterized by stimuli that decrease the likelihood that a behavior will persist. - ANSWER-
punishers
_____ are positive results of consumption experiences. - ANSWER-Benefits
_____ focuses on the thoughts, feelings, and behaviors that people have as they interact with other
people. - ANSWER-Social pyschology
_____ has roots in anthropology and often involves analyzing the artifacts associated with consumption.
- ANSWER-Ethnography
_____ is a state that results when a stimulus has characteristics such that consumers readily recognize it
as belonging to some specific category. - ANSWER-assimilation
_____ is a stimulus with which a behavioral response is already associated. - ANSWER-Unconditioned
Stimulus
_____ is a term used to refer to cognitive components that represent facts. - ANSWER-declarative
knowledge
_____ is at the heart of experiencing and understanding consumer behavior. - ANSWER-Value
_____ refers to a cognitive process in which active concepts frame thoughts and therefore affect both
value and meaning. - ANSWER-priming
_____ refers to the feelings that are experienced during consumption activities or feelings associated
with specific objects. - ANSWER-Affect
_____ represents the process by which goods, services, or ideas are used and transformed into value. -
ANSWER-Consumption
_____ serve multiple market segments, each with a unique product offering. - ANSWER-Differentiated
Marketers
A consumer's immediate response to a stimulus is referred to as: - ANSWER-sensation
A garment manufacturing company, Stitch, decides to specialize in apparels. It plans to design its clothes
based on survey results from consumers of the 15-20 age group. The survey would include
questionnaires, interviews, and online suggestions. In the context of Stitch's new marketing strategy,
which of the following terms best describes the consumers of the 15-20 age group in the scenario? -
ANSWER-Target Market
A manufacturer of recreational boats is planning to purchase advertisements in the Wall Street Journal.
The company believes this will be a good way to reach an important target market and explain the
advantages of their boats. In particular, the company is trying to decide whether the ads should be in
color or black and white. What key factors should the company consider before making the color/black
and white decision? - ANSWER--Considerations for Color- what will get the customers attention?
-make an impact on comprehension
, Consumer Behavior Test #1 Latest
A notable demographic trend in most of the Western world that has shaped consumer behavior
patterns greatly over the past quarter century or so is: - ANSWER-the growing trend of two primary
income providers in households.
A product is defined as _____. - ANSWER-a potentially valuable bundle of benefits
Acme Inc., manufacturers of beauty products, are considering increasing the price of its range of
cleansing facial wipes. Apprehensive that the change in price might affect its product sales, the company
decides to do so in stages, increasing the price of the product minimally during each stage. In this
scenario, Acme Inc. has used the strategy of _____. - ANSWER-Just Noticeable Difference
An adolescent consumer places a CD into a boom box. An adult nearby over-hears this and has never
before heard this particular sound. What steps does the consumer go to in trying to identify the
"sound"? - ANSWER-
An exemplar is a: - ANSWER-concept within a schema that is the single best representative of some
category.
Are any of the brands a category exemplar or prototype (see Exhibit 4.10)? - ANSWER--exemplar-
concept within a schema that is the single best representative of some category; schema for something
that really exists
-prototype- schema that is the best representative of some category but that is not represented by an
existing entity; conglomeration of the most associated characteristics of a category
Ask a friend of yours who has never studied marketing or consumer behavior to flip through a popular
magazine like Sports Illustrated or People. Ask them to find examples of subliminal advertising appeals.
Have them discuss the ads and explain their choices. What do you think of their opinion? - ANSWER--
subliminal processing- way that the human brain deals with very low-strength stimuli, so low that the
person has no conscious awareness
Compare and contrast these terms: Intentional Learning, Unintentional Learning, Behavioral Learning,
Information Processing, Classical Conditioning, Instrumental Conditioning - ANSWER--intentional
learning- process by which consumers set out to specifically learn information devoted to a certain
subject
-unintentional learning- learning that occurs when behavior is modified through a consumer-stimulus
interaction without any effortful allocation of cognitive processing capacity toward that stimulus
-behavioral learning- theory of learning that focuses on changes in behavior due to association, without
great concern for the cognitive mechanics of the learning process
_____ are characterized by stimuli that decrease the likelihood that a behavior will persist. - ANSWER-
punishers
_____ are positive results of consumption experiences. - ANSWER-Benefits
_____ focuses on the thoughts, feelings, and behaviors that people have as they interact with other
people. - ANSWER-Social pyschology
_____ has roots in anthropology and often involves analyzing the artifacts associated with consumption.
- ANSWER-Ethnography
_____ is a state that results when a stimulus has characteristics such that consumers readily recognize it
as belonging to some specific category. - ANSWER-assimilation
_____ is a stimulus with which a behavioral response is already associated. - ANSWER-Unconditioned
Stimulus
_____ is a term used to refer to cognitive components that represent facts. - ANSWER-declarative
knowledge
_____ is at the heart of experiencing and understanding consumer behavior. - ANSWER-Value
_____ refers to a cognitive process in which active concepts frame thoughts and therefore affect both
value and meaning. - ANSWER-priming
_____ refers to the feelings that are experienced during consumption activities or feelings associated
with specific objects. - ANSWER-Affect
_____ represents the process by which goods, services, or ideas are used and transformed into value. -
ANSWER-Consumption
_____ serve multiple market segments, each with a unique product offering. - ANSWER-Differentiated
Marketers
A consumer's immediate response to a stimulus is referred to as: - ANSWER-sensation
A garment manufacturing company, Stitch, decides to specialize in apparels. It plans to design its clothes
based on survey results from consumers of the 15-20 age group. The survey would include
questionnaires, interviews, and online suggestions. In the context of Stitch's new marketing strategy,
which of the following terms best describes the consumers of the 15-20 age group in the scenario? -
ANSWER-Target Market
A manufacturer of recreational boats is planning to purchase advertisements in the Wall Street Journal.
The company believes this will be a good way to reach an important target market and explain the
advantages of their boats. In particular, the company is trying to decide whether the ads should be in
color or black and white. What key factors should the company consider before making the color/black
and white decision? - ANSWER--Considerations for Color- what will get the customers attention?
-make an impact on comprehension
, Consumer Behavior Test #1 Latest
A notable demographic trend in most of the Western world that has shaped consumer behavior
patterns greatly over the past quarter century or so is: - ANSWER-the growing trend of two primary
income providers in households.
A product is defined as _____. - ANSWER-a potentially valuable bundle of benefits
Acme Inc., manufacturers of beauty products, are considering increasing the price of its range of
cleansing facial wipes. Apprehensive that the change in price might affect its product sales, the company
decides to do so in stages, increasing the price of the product minimally during each stage. In this
scenario, Acme Inc. has used the strategy of _____. - ANSWER-Just Noticeable Difference
An adolescent consumer places a CD into a boom box. An adult nearby over-hears this and has never
before heard this particular sound. What steps does the consumer go to in trying to identify the
"sound"? - ANSWER-
An exemplar is a: - ANSWER-concept within a schema that is the single best representative of some
category.
Are any of the brands a category exemplar or prototype (see Exhibit 4.10)? - ANSWER--exemplar-
concept within a schema that is the single best representative of some category; schema for something
that really exists
-prototype- schema that is the best representative of some category but that is not represented by an
existing entity; conglomeration of the most associated characteristics of a category
Ask a friend of yours who has never studied marketing or consumer behavior to flip through a popular
magazine like Sports Illustrated or People. Ask them to find examples of subliminal advertising appeals.
Have them discuss the ads and explain their choices. What do you think of their opinion? - ANSWER--
subliminal processing- way that the human brain deals with very low-strength stimuli, so low that the
person has no conscious awareness
Compare and contrast these terms: Intentional Learning, Unintentional Learning, Behavioral Learning,
Information Processing, Classical Conditioning, Instrumental Conditioning - ANSWER--intentional
learning- process by which consumers set out to specifically learn information devoted to a certain
subject
-unintentional learning- learning that occurs when behavior is modified through a consumer-stimulus
interaction without any effortful allocation of cognitive processing capacity toward that stimulus
-behavioral learning- theory of learning that focuses on changes in behavior due to association, without
great concern for the cognitive mechanics of the learning process
